The Nike plus human race aftermath


On Sunday 31.08.08 myself and a million other runners in 25 countries participated in a 10k run organised by NIKE+. NIKE+ started with a product – A small chip in your shoe that talks to your ipod nano, tracking your distance, time, pace and calories burned. The product led itself to a community of runners with NIKE offers support, tools and coaching.

Nike plus is a business/product/marketing solution that proves you can achieve great results with an holistic cross business approach. NIKE is so good at that, building an experience that extends marketing buzz words, leaving you searching for new ones to describe it. All elements work seamlessly together supporting one strong mantra: help the participants kick ass.

This is how I felt and my feelings, memories and experience were brought to me by NIKE. How strong is this bond? Wondering how this whole thing came to life (going back to some behind the scenes boardroom) I find it hard to believe it started from a strategy line like: “we want to sell more shoes”. I believe the single thought that started this project was more in the line of: “how can we make our users happy?”. Nike proves that putting your users in front of the bottom line will pay dividends.

Being part of the human race made me think again about the power of brands.

This time Nike pulled off the world’s biggest race. What will they just do next? Here is one answer:


copyright FRANk Media 2018